Question 1

Dutch tulip growers have developed pre-sprouted bulbs which will bloom in just a few weeks after spring planting so people who did not plant bulbs in the fall can have spring flowers. Nurseries plan to promote the pre-sprouted tulips to people who appreciate finer things and will pay a premium price. Which of these VALS segments would be most suitable to target?

Accepted Answer

A)  Survivors
B)  Believers
C)  Makers
D)  Innovators
E)  ExperiencersF) B) and E)
G) B) and C)

Question 2

Which list below presents the Maslow hierarchy of needs in its correct order, beginning with the lowest level need and moving up to the highest level need?

Accepted Answer

A)  personal, social, physiological, psychological, and safety
B)  physiological, safety, social, personal, and self-actualization
C)  safety, physiological, safety, self-actualization, and personal
D)  self-actualization, social, safety, physiological, and personal
E)  safety, personal, self-actualization, physiological, and socialF) A) and B)
G) A) and C)

Question 3

The anxiety felt because the consumer cannot anticipate the outcomes of a purchase but believes there may be negative consequences is referred to as

Accepted Answer

A)  a negative antecedent state.
B)  perceived risk.
C)  temporal uncertainty.
D)  spatial uncertainty.
E)  a positive precedent stateF) B) and E)
G) B) and C)

Question 4

Advertising explains that the drug Plavix works by preventing plaque buildup in arteries that can cause heart attack and stroke. This is an example of

Accepted Answer

A)  using a cognitive learning technique.
B)  using a behavioral learning technique.
C)  reducing perceived risk.
D)  creating stimulus generalization.
E)  using an attitudinal learning techniquF) A) and B)
G) C) and D)

Question 5

In the VALS framework, each consumer segment exhibits unique media preferences. Which segment is most likely to view outdoor advertising?

Accepted Answer

A)  Strivers
B)  Experiencers
C)  Believers
D)  Survivors
E)  MakersF) C) and E)
G) D) and E)

Question 6

Sources of external information that originate with the sellers of products and services and include advertising, company websites, salespeople, and point-of-purchase displays in stores are referred to as

Accepted Answer

A)  relational sources.
B)  public sources.
C)  personal sources.
D)  stakeholder sources.
E)  marketer-dominated sources.F) C) and E)
G) A) and B)

Question 7

The family life cycle concept refers to

Accepted Answer

A)  the distinct phases a family progresses through from the birth of children to when the children leave home, each phase bringing with it identifiable purchasing behaviors.
B)  the distinct phases a family progresses through from the birth of children to retirement, each phase bringing with it identifiable purchasing behaviors.
C)  the distinct phases a blended family progresses through from marriage to separation, divorce, and remarriage, each phase bringing with it identifiable purchasing behaviors.
D)  the distinct phases a family progresses through from formation to retirement, each phase bringing with it identifiable purchasing behaviors.
E)  the intergenerational purchasing habits and product preferences that are passed down from one generation to the next.F) None of the above
G) C) and D)

Question 8

Perceived risk is

Accepted Answer

A)  an unmerited fear of being taken advantage of in an exchange situation.
B)  the feeling of postpurchase psychological tension or anxiety that consumers may experience when faced with two or more highly attractive alternatives.
C)  the degree to which a seller is willing to make an exchange based upon a customer's credit worthiness.
D)  the personal, social, and economic significance of the purchase to the consumer.
E)  the anxiety felt because the consumer cannot anticipate the outcomes of a purchase but believes there may be negative consequences.F) A) and D)
G) B) and E)

Question 9

An example of a marketer-dominated source of information consulted during an external search would include

Accepted Answer

A)  advertising.
B)  personal experience.
C)  Consumer Reports magazine.
D)  consumer programs on talk radio stations.
E)  friends and relatives.F) D) and E)
G) A) and C)

Question 10

Casey's girlfriend will celebrate her birthday next week, so he needs to buy her a gift. He remembers the brand of watch that she wears and considers if she would like a new one by the same maker. This is an example of what part of the consumer purchase decision process?

Accepted Answer

A)  recollection search
B)  external search
C)  evaluative criteria
D)  antecedent states
E)  internal searchF) A) and D)
G) A) and E)

Question 11

In behavioral learning, a(n)  __________ is a stimulus or symbol perceived by consumers.

Accepted Answer

A)  drive
B)  cue
C)  attitude
D)  response
E)  reinforcementF) A) and D)
G) A) and E)

Question 12

Edison noticed that prices at a new video game rental website were lower than those at most of the other gaming websites or retail stores such as Game Stop. He is exhibiting

Accepted Answer

A)  cognitive dissonance.
B)  selective retention.
C)  selective comprehension.
D)  stimulus discrimination.
E)  stimulus generalization.F) A) and B)
G) C) and E)

Question 13

Perceiving a difference between a person's ideal and actual situations that is big enough to trigger a decision is called

Accepted Answer

A)  problem recognition.
B)  alternative evaluation.
C)  cognitive dissonance.
D)  routine response behavior.
E)  postpurchase behavior.F) B) and C)
G) A) and E)

Question 14

In the VALS framework, consumers motivated by ideals are guided by knowledge and principle. __________ choose familiar products and brands, favor American-made products, and are generally brand loyal.

Accepted Answer

A)  Believers
B)  Thinkers
C)  Makers
D)  Experiencers
E)  AchieversF) A) and B)
G) B) and C)

Question 15

Josh told his father that the family needed a new computer, so his dad asked him to look into the latest products and their prices. Josh's mom asked that the new computer have an ergonomic keyboard because she has wrist problems. His sister Ann wanted the computer to have a lot of memory to edit videos. With this information, Josh's dad chose and ordered a Dell. Which best describes the roles each family member played in making this decision?

Accepted Answer

A)  Josh's mother and Ann acted as information gatherers, users, and decision makers.
B)  Josh took on all the roles except that of purchaser.
C)  Josh's father took on all of the roles.
D)  Ann acted as a user and an influencer.
E)  Josh's mother acted as an information gatherer, a user, an influencer, and a gatekeeper.F) C) and D)
G) A) and B)

Question 16

What percentage of U.S. product sales is directly tied to word of mouth activity among friends, family, and colleagues?

Accepted Answer

A)  10 percent
B)  25 percent
C)  33 percent
D)  50 percent
E)  67 percentF) C) and E)
G) B) and D)

Question 17

Reference groups refer to

Accepted Answer

A)  the relatively permanent, homogeneous divisions in a society that consists of people who share similar values, interests, and behaviors.
B)  individuals who exert direct or indirect social influence over others.
C)  people to whom an individual looks to as a basis for self-appraisal or as a source of personal standards.
D)  those buyers who, through the size of their purchases, affect where marketing dollars will be spent.
E)  those with whom a person does not wish to be a member of or identified with.F) All of the above
G) B) and D)

Question 18

Elizabeth has decided to purchase a new electric juicer and plans to call several friends for the latest information about alternative brands. She is not concerned about where she buys it as long as she receives a very liberal return policy should anything go wrong. In making her decision, Elizabeth will engage in which of the following problem solving variations?

Accepted Answer

A)  limited problem solving
B)  extended problem solving
C)  routine problem solving
D)  alternative problem solving
E)  integrated problem solvingF) B) and D)
G) C) and D)

Question 19

-Considering Figure 4-5 above, a college education would be found in what level of the Maslow hierarchy of needs?

Accepted Answer

A)  physiological
B)  self-actualization
C)  personal
D)  safety
E)  socialF) A) and E)
G) C) and E)

Question 20

Situational influences refer to

Accepted Answer

A)  the five aspects of the purchase situation that impact the consumer purchase decision process: purchase task, social surroundings, physical surroundings, temporal effects, and antecedent states.
B)  the temporary impediments to a consumer's purchase decision.
C)  psychological concepts that are useful for interpreting buying processes and directing marketing efforts.
D)  the feelings of postpurchase anxiety that can arise from a number of different factors including social surroundings, physical surroundings, psychological effects, and precedent states.
E)  both the objective and subjective attributes a consumer uses to compare different products and brands.F) B) and E)
G) A) and C)

Exam 4: Understanding Consumer Behavior

Casey's girlfriend will celebrate her birthday next week, so he needs to buy her a gift. He remembers the brand of watch that she wears and considers if she would like a new one by the same maker. This is an example of what part of the consumer purchase decision process?

Correct Answer
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Correct Answer
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In behavioral learning, a(n) __________ is a stimulus or symbol perceived by consumers.

Correct Answer
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Perceiving a difference between a person's ideal and actual situations that is big enough to trigger a decision is called

Correct Answer
verified

Advertising explains that the drug Plavix works by preventing plaque buildup in arteries that can cause heart attack and stroke. This is an example of

Correct Answer
verified

-Considering Figure 4-5 above, a college education would be found in what level of the Maslow hierarchy of needs?

Correct Answer
verified

Sources of external information that originate with the sellers of products and services and include advertising, company websites, salespeople, and point-of-purchase displays in stores are referred to as

Correct Answer
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Perceived risk is

Correct Answer
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What percentage of U.S. product sales is directly tied to word of mouth activity among friends, family, and colleagues?

Correct Answer
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Which list below presents the Maslow hierarchy of needs in its correct order, beginning with the lowest level need and moving up to the highest level need?

Correct Answer
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Correct Answer
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Situational influences refer to

Correct Answer
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Reference groups refer to

Correct Answer
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Edison noticed that prices at a new video game rental website were lower than those at most of the other gaming websites or retail stores such as Game Stop. He is exhibiting

Correct Answer
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In the VALS framework, consumers motivated by ideals are guided by knowledge and principle. __________ choose familiar products and brands, favor American-made products, and are generally brand loyal.

Correct Answer
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In the VALS framework, each consumer segment exhibits unique media preferences. Which segment is most likely to view outdoor advertising?

Correct Answer
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The anxiety felt because the consumer cannot anticipate the outcomes of a purchase but believes there may be negative consequences is referred to as

Correct Answer
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The family life cycle concept refers to

Correct Answer
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An example of a marketer-dominated source of information consulted during an external search would include

Correct Answer
verified

Exam 4: Understanding Consumer Behavior

Casey's girlfriend will celebrate her birthday next week, so he needs to buy her a gift. He remembers the brand of watch that she wears and considers if she would like a new one by the same maker. This is an example of what part of the consumer purchase decision process?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

In behavioral learning, a(n) __________ is a stimulus or symbol perceived by consumers.

Correct AnswerverifiedShow Answer

Perceiving a difference between a person's ideal and actual situations that is big enough to trigger a decision is called

Correct AnswerverifiedShow Answer

Advertising explains that the drug Plavix works by preventing plaque buildup in arteries that can cause heart attack and stroke. This is an example of

Correct AnswerverifiedShow Answer

-Considering Figure 4-5 above, a college education would be found in what level of the Maslow hierarchy of needs?

Correct AnswerverifiedShow Answer

Sources of external information that originate with the sellers of products and services and include advertising, company websites, salespeople, and point-of-purchase displays in stores are referred to as

Correct AnswerverifiedShow Answer

Perceived risk is

Correct AnswerverifiedShow Answer

What percentage of U.S. product sales is directly tied to word of mouth activity among friends, family, and colleagues?

Correct AnswerverifiedShow Answer

Which list below presents the Maslow hierarchy of needs in its correct order, beginning with the lowest level need and moving up to the highest level need?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Situational influences refer to

Correct AnswerverifiedShow Answer

Reference groups refer to

Correct AnswerverifiedShow Answer

Edison noticed that prices at a new video game rental website were lower than those at most of the other gaming websites or retail stores such as Game Stop. He is exhibiting

Correct AnswerverifiedShow Answer

In the VALS framework, consumers motivated by ideals are guided by knowledge and principle. __________ choose familiar products and brands, favor American-made products, and are generally brand loyal.

Correct AnswerverifiedShow Answer

In the VALS framework, each consumer segment exhibits unique media preferences. Which segment is most likely to view outdoor advertising?

Correct AnswerverifiedShow Answer

The anxiety felt because the consumer cannot anticipate the outcomes of a purchase but believes there may be negative consequences is referred to as

Correct AnswerverifiedShow Answer

The family life cycle concept refers to

Correct AnswerverifiedShow Answer

An example of a marketer-dominated source of information consulted during an external search would include

Correct AnswerverifiedShow Answer

Correct Answer
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